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Hyundai lets loose another Super Bowl ad

Another day, another Super Bowl ad from Hyundai. The automaker is planning to show off five spots during the big game, and seems hell-bent on trotting each one out ahead of time to garner the most amount of attention possible. We've already seen three of the ads, and the latest follows one young boy as he amasses a football team to take on a bully. His selections range from a set of body-building twins to a bear wrestler and a freakishly strong good Samaritan. The spot is intended to show off exactly what sort of uses you could come up with for the seven-passenger Santa Fe.

We understand Hyundai's push to roll out its ads ahead of time. Estimations from previous years indicate previewing Super Bowl ads can increase viewership by as much as 700 percent, but there's little call for this slow walk out. The company still has one more spot to show off, and we won't exactly be holding our breath. You can check out the latest ad below as well as the most recent press release.

Show full PR text

HYUNDAI BUILDS ULTIMATE DREAM TEAM IN ALL-NEW SUPER BOWL AD

Digital Campaign Reinterprets Ad and Offers a Dual-Screen Social Experience by Inviting Viewers to Assemble Their Own Team in a Virtual Seven-Passenger Santa Fe

COSTA MESA, Calif., Jan. 30, 2013 – As game day approaches, Hyundai is lifting the veil on its 30-second in-game commercial running in the first quarter. "Team" is a unique twist on a classic 'tables turned' tale; we follow a young boy as he recruits his own dream team to take on the neighborhood troublemakers. The all-new seven-passenger Santa Fe takes an active role helping the young boy and his mom gather a team to step up to the challenge. View the spot here: http://www.youtube.com/watch?v=uPZ8LZQMPys.

To further engage fans, Hyundai is launching a mobile social experience that serves as a digital companion to "Team" and taps the power of Facebook's friend network. Inspired by the all-new seven-passenger Hyundai Santa Fe, "Find Your 7" allows consumers to assemble their Super Bowl dream team online, assigning some of their best Facebook friends to each seat in a virtual Santa Fe. Each seat corresponds to a unique character archetype, mimicking groups of friends in the real world. By participating, users will be entered into a drawing to win seven tickets to the 2014 Super Bowl. Starting today, consumers can visit FindYour7.com and login with Facebook profile to the "Find Your 7" program.

"We had fun with 'Team' as it allowed us to highlight the seven seats in the all-new Santa Fe in a unique and memorable way," said Steve Shannon, vice president, Marketing, Hyundai Motor America. "Taking this concept digitally only made sense as we recognize that Super Bowl viewers are no longer tethered to their TV during the game, but instead sharing and staying connected via mobile phone, tablet and other digital devices. By harnessing the power of Facebook, 'Find Your 7' creates an entertaining dual-screen experience that allows consumers to create their own dream team and have fun with friends across social media sites during the Big Game."

"We were inspired to create a mobile 'first' for the Super Bowl," said Tom Pettus, VP/Creative Director at INNOCEAN USA. "'Find Your 7' is a social experience designed specifically for mobile that intelligently drafts a 'Dream Team' of seven Facebook friends, based on the theme of the Super Bowl spot, 'Team.' What makes this experience magical, beyond winning a trip to next year's Super Bowl, is that the program selects a team of your friends, who could be sitting watching The Big Game right next you."

"Find Your 7" pre-populates the vehicle for the user based on intelligence gathered from a user's connections on Facebook, including frequency of friend interactions, likes, etc. Unlike similar applications in the past where selections were made at random, this program determines candidates that are a true fit for each archetype. After people lock in their friend configuration and create a team name, a custom video introduces their dream team, assigning each of the seven teammates to their character archetypes: the muscle, the brains, the prankster, the motivational speaker, the technician and the loose cannon. The video, designed with the look and feel of an action movie trailer, dynamically incorporates elements such as the friends' names, profile pictures, hometowns and interests to create a custom experience for each person that can be shared on all social channels.

"The Find Your 7 digital experience that INNOCEAN built for Hyundai is unique in that it was designed for mobile first," said Bill Stephenson, Global Marketing Solutions, Facebook. "This is exactly how Facebook develops products as more and more digital content is consumed on the mobile device and the mobile experience will be particularly important given this launches during the Super Bowl. Also, the team at INNOCEAN and Hyundai spent an inordinate amount of time with the Facebook team thinking through the user experience and answering two questions that we use as a litmus test for branded experiences on Facebook – why would I care and why would I share?"

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The bear wrestling disgusts me, other than that the ad is ok. Honestly, animals suffer enough at our hands, why popularize animal "sport" [read: torture] that might have been popular/socially acceptable a thousand years ago, but today? I hate this - it is not manly to hurt animals.

Good Lord...it's a TV commercial. Animal torture is a horrible thing, but considering the commercial doesn't actually include any real animal wrestling...or torture, then you're making a problem out of nothing.

Ever seen a child wrestle a bear? I'm not sure it's EVER been "popular/socially acceptable", ever a thousand years ago. Pretty sure the bear would win under all circumstances, which places this ad firmly in the realm of FANTASY. If you're going to shed a tear over every imaginary (an in this case, impossible) atrocity committed, then I'm sure you'll be awake all night from the number of Bothans that died to bring the Death Star plans to the Rebel Alliance. Haven't the Bothans suffered enough? =) Bring your mind back to reality, ChaosphereIX.

UFC and football - its people, dont care about them and they make their own choices - the bears dont. Bear baiting and animal wrestling were very popular sports, even recently in the case of bear baiting in the UK, so yes my history is right on that one. Animals were used as sport, and still are, a thousand years ago. No internet for people to pass their time. I know it is an impossible situation for a kid to wrestle a bear, but that does not mean I have to like the depiction of it on a massivlely popular commercial. I am not being a tightwad here, I know it is faked and staged and therefore fantasy. But the message is that it is a mark of manhood, machoism, etc. etc., to wrestle a bear. THAT I dont like. I know its a stupid commercial.

ok ill chill, just have been working hard on campaigns against farm animal cruelty lately [I also am THE biggest animal lover out there - im Vegan, I support campaigns against animal curelty, I adopt disabled and abandoned Pitbulls, and I even protested once at Marineland...] and all that accumulated video footage of the fur trade, the animal sports, farm videos, dolphin and whale hunting, etc. etc. it gets to you...watch the movie "Earthlings" to get a taste of what I mean. The human race sucks. But I take a hint and I will shut up so I dont offend anybody else, sorry.

As someone who's worked professionally in the advertising industry for several years and then switched to automotive design, I always get a kick out of the comments section when a car commercial is posted. Everyone suddenly thinks they're an expert on good (or bad) advertising.
Advertising is supposed to connect with the audience on an emotional level. If every car commercial did nothing put post up technical specs and numbers, they would be boring as hell and people will realize that each car in its respective category has more or less the same specs as each other. Brands want to find new ways to reach out to its audience. That's the purpose of advertising.
I know this is not an advertising forum and you are all car guys here (including myself), but if you are expecting every car commercial to be nothing but tech specs and numbers thrown at you, with no humor or emotion, don't expect that during the super bowl (or pretty much any time of the year). I would suggest you simply open up a Motor Trend or C&D magazine and read the specs if that makes you happy.

This doesn't connect with me at all. I find it silly and over reaching like most "forced fun" adverts. In fact it makes me turn off. I choose to exercise my discretion and blank out things that annoy me. All Kia/Hyundai ads and especially the new crop of VW ads.
What's so boring about seeing a car doing donuts on the salt flats like we used to see? ;)

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